Although retailers such as Mac Cosmetics and Zara have been acclaimed for using innovative augmented reality experiences at the store's in-store locations, a new report casts cold water on the practice.
In a report titled "Augmented Reality in Retail," market research firm ABI Research concludes that augmented reality will have a positive impact on employee efficiency and online customer retention that augmented reality experiences in stores will show less effect.
In the store business, however, AR can disrupt the customer journey and provide little added value overall, "said Nick Finill, senior analyst at ABI Research.
Online customers, the report finds, will find more value in virtual product interaction, citing companies such as IKEA that allow customers to move furniture into augmented reality via the IKEA Place App to test, and L & # 39; Oreal, which has recently acquired Modiface to enhance its augmented reality capabilities.
will generate sales of about $ 122 billion or about 3 percent of the total by 2020 Generate Ecommerce Sales.
"The relative ease of integrating AR with existing M-Commerce platforms and the impact on usability are becoming increasingly important drive customer demand, "says Finill.
In the meantime, the report claims that retailers will achieve operational efficiency savings through smartglasses and Enterprise AR applications. ABI predicts that by 2022, 120,000 stores worldwide will use AR Smartglasses in their operations.
ABI also reports in this context from Vuzix and Ubimax. Penny Saver, another company described in the report, used Ubimax's xPick software and Vuzix's Smartglasses and Google Glass Enterprise Edition in a pilot program last year.
"It has been great to hear that Ubimax is solving our challenges," said Andrei Paul, IT Manager and Penny Market, in a case study from Ubimax. "Ubimax worked very closely with us to tailor xPick to fit our needs."
Other companies cited in this report include [Blippar, Lowe's Home Improvement, Google, Mastercard und Microsoft]
Report is based on the current landscape of augmented reality. Mobile AR dominates most current practical use cases, allowing brands to attract customers outside of stores. And while Smartglasses appeal to corporate users' believers, there is still no viable mainstream AR affordable for consumers that would make AR a more natural experience in stores than simply whipping and unlocking the smartphone and launching an app.